| Summary: | 博士 === 國立臺北大學 === 企業管理學系 === 92 === Relationship marketing aims to develop and maintain enduring relationships with customers. Its theory developed has been gradually accepted as a school of marketing thought. However, most past studies in relationship marketing have focused on business-to-business (B2B) relationship and little paid attention to business-to-consumer (B2C). Taking a perspective of B2C relationship, this study intends to realize the effects of three recognized key components in relationship quality -- customer satisfaction, trust and commitment on relationship outcomes (i.e., customer loyalty and customer share).
This study centered on two retail formats: department stores (which represent shopping goods mix) and convenience stores (which represent convenience goods mix). It aims to take on the following research questions:
1.What context exists between customer satisfaction and customer loyalty?
2.What are the contents of relationship quality? Will this relationship quality greatly impact on relationship outcomes? What sort of relations exists among customer satisfaction, trust and commitment?
3.What is the content of customer loyalty? What is the relation of attitude loyalty to behavior loyalty? Can customer share be used as an indicator of behaviour loyalty?
Also to further realize the relationships among the constructs of relationship quality and its outcomes, the study includes several factors into the model as control variables (e.g., location convenience, attractive alternatives, store innovations, sacrifice cost and perceived relative price).
A convenience sampling was chosen. A total of 568 department store consumers and 517 convenience store consumers were interviewed in metropolitan Taipei. Structural Equation Modeling (SEM) was applied to test the research hypotheses. The findings are summarized as follows:
1.The proposed B2C model of relationship marketing fits domestic retail sector.
2.The three key components of relationship quality have a great explanatory power on customer loyalty (over R2=0.79) whereas commitment is the significant mediator that affects customer loyalty. Therefore, a retailer’s continual investment in its customers’ relationship quality is highly suggested.
3.Although customer satisfaction directly relates to attitude loyalty, it indirectly relates to behavior loyalty. This indicates that in order to result in loyalty behavior, customers’ attitude loyalty must be developed first.
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